Every year during the holiday season, Starbucks starts the holiday season with festive drinks, treats and collectible merchandise. This year. however. one item caught fans’ attention, unlike other years. Starbucks released a limited-edition bear cup Nov. 6. Within minutes of going on sale, the cup created lines, shortages, and debates on social media.

With a beginning as simple as the holiday promotion, it quickly became one of Starbucks’ biggest merchandise ever released.

Bear Cup caucus

Starbucks released a cold glass 20 oz. bear-shaped cup with a straw and a green hat with the word “Starbucks” on it, retailing in Starbucks for $29.95. It sparked quick interest in the Starbucks community. On the day of the cup release, people waited on line for hours with hopes of getting their hands on the limited bear cup.

In the Bethlehem area alone, all four Starbucks locations saw customers lined up hours before opening.

The bear cups were mainly available in the United States and Canada. In the UK, the glass cups were not released. A 12 oz. ceramic brown bear mug was available for locals there instead.

Starbucks hasn’t released the number of cups sold, but according to CNN, some stores reported receiving only one or two, while others, like Target and Harris Teeter, received more.

The company gives out more cups to their store partners than to stand-alone Starbucks locations. Those stores have a higher availability for the cups because the stores will attract more customers, especially during the holiday season.

These cups were in such high demand because of engineered scarcity. This is a calculated marketing strategy: consumers are more likely to purchase an item because it’s limited rather than because they want it.

Because the cup was so limited, people were getting upset on social media and even claiming that the baristas were buying it for themselves and keeping it.

Starbucks hasn’t announced whether or not it is going to bring the bear cup back, however it did announce it is still coming out with more merch for the holiday season, according to Reno Gazette Journal.

Meanwhile, resellers are selling the cup for prices up to $3,000 on second hand websites like eBay, poshmark and mercari.

Hello Kitty Collab

On the same day, Starbucks also released a Hello Kitty collection alongside the holiday collection in United States and Canada.

The collab features a boxed Hello Kitty plush, various mugs, tumblers, a cold cup, a water bottle and gift cards.

Both Starbucks and Hello Kitty started in the 1970s and have a strong cultural following which is also why the collaboration theme is “Together is fun.”

Resellers are selling the cup and mugs for over $50 and the plush for around $100.

Many consumers rushed to try to get hold of the Hello Kitty Collection, along with the Bear Cup. This became Starbucks busiest merch day ever.

Inside retail tactics

Starbucks’ massive merch success is no accident. Retailers use psychology principles to influence the behaviors of their target audience.

The design of the store layout is key to impulsive buying. When walking into a Starbucks, you have to walk through their merchandise, which usually consists of cups and mugs. Once in the front there are usually other snacks and small drinks for purchase.

Those cups and mugs are usually at eye level, which makes you more likely to purchase them. The snacks and drinks, on the other hand, are below eye level, making it less likely for you to purchase them. Starbucks wants you to focus on getting a coffee or a refresher rather than a bottled water.

Another tactic that stores often use is sensory marketing. Music choice, lighting and even certain scents are used to make consumers stay longer. That’s why often people go to Starbucks to study and get work done.

The 2025 Starbucks Bear Cup shows how powerful marketing something as a limited-edition can be so impactful. Store design and marketing psychology can also shape consumers’ viewpoints. It’s clear that Starbucks has mastered turning holiday merchandise into a pop cultural moment.

Isabella River is the Bethlehem Press student reporter for Notre Dame HS. See her profile on A10.